A Question of Psychographics

Netflix recently released “The Great Hack“, a documentary film about the Cambridge Analytica scandal associated with the UK Leave.EU and Trump Presidential campaigns. The film, in part, raises questions of psychographics and their power in a world of big data and social media.

Psychographics ?

Psychographics can be thought of as the sibling of demographics. While the latter models a population in terms of the characteristics like age, gender, ethnicity and so forth, the former seeks to describe the behavioural traits.